likeable as a person, as a company, what do you mean? >> the real test you have to apply is, you know, do you buy things from people that are not likeable? and the answer's probably no. i mean, there are some exceptions. >> what's interesting -- >> new york city. >> it's interesting because oftentimes you have an agenda as a business person. you're talking to an investor, talking to a customer, you want to sell, sell, sell. sometimes people forget, step back, and get someone to like you first. >> yeah. and the key to likeability is the initial impression is very important. it means that you smile and there's two kinds of smiles. one is what they call the panam smile, only using the jaw. there is the duchen smile, also using the eyes. so in a way, i'm telling you that, you know, this perfect smile has crow's feet. crow's feet is in, no more botox, no more plastic surgery. you were the crow's feet. >> you're making me self-conscious how eye smiling. and trustworthiness.